Adverts could be coming to your Apple Maps app.
The next time you search for a postcode, or category like restaurants, cafés, or bars in the preinstalled map software on every iPhone, iPad, or Mac, you could see paid advertisements in your results.
Apple Maps has been notably free of adverts since its launch, offering directions and information about locations without any interruptions or distractions. But now, it could be set to following the lead of ad-infused Google Maps, where adverts pop-up during your searches.
According to whispers reported by Mark Gurman of Bloomberg, Apple is planning to introduce these ads as early as next year. The advertising system will work similarly to how Apple currently handles App Store Search Ads. Mr Gurman states: "Developers can pay for their software to appear in a promoted slot based on user queries."
Apple Maps has enjoyed a steady stream of upgrades since its launch back in 2012, including Look Around, which is a street view feature similar to Google Maps
| APPLE PRESS OFFICEFor instance, when you search for something in Maps, businesses that have paid for promotion will appear at the top of your results, just like how app developers can pay to feature their software prominently in App Store searches.
This will allow businesses like restaurants and shops to appear more prominently when you search for places in the app. This means when you look for a coffee shop or restaurant, some results will be promoted listings that businesses have paid for instead of spots popping up organically.
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This update comes as Apple has been considering bringing more advertisements to its iOS apps for several years as part of a broader strategy to increase advertising revenue across its native applications.
Apple also reportedly plans to use artificial intelligence to make these advertisements more relevant and useful to you. This approach will reportedly offer a better interface than what you currently see on Google Maps, where sponsored pins appear when you search for local businesses.
The company could face potential backlash from Apple users as this decision appears to prioritise revenue growth over the user-focused approach that has defined the tech giant for years.
Mr Gurman describes this move as an "unseemly money grab" that could cheapen the premium experience Apple users expect.
The expected ad-supported update comes as Apple plans to increase its advertising revenue across its native apps
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This isn't the only update Maps users have seen recently.
Ahead of large sports events such as the Formula 1 Grand Prix, Apple turbocharged its map of the city-state of Monaco where the race was taking place.
Reports as early as last year also found that a significant expansion of Look Around was set to be released. For those who don't know, Look Around is a direct competitor to Street View in Google Maps, which made its debut back in May 2007 with a handful of US cities.